Entertainment

U2 Releases First Studio Album in 5 Years at Apple Event — It's Free

Apple has found what it's looking for: a partnership with U2 at Tuesday's Apple event.

In an unconventional music deal, Bono and the band are teaming up with the tech giant to release new material, U2's first studio album in five years. U2 announced the album, Songs of Innocence, Tuesday after performing "The Miracle (of Joey Ramone)." Then, Apple CEO Tim Cook and Bono released it for free on iTunes, only for Apple until October 13.

Apple promoted the album with a colorful ad set to U2's "The Miracle (of Joey Ramone)." The ad showed the band changing colors and included a cameo from the late Joey Ramone:

The late Joey Ramone made a cameo in the Apple ad promoting U2's new album.

Image: Apple/Associated Press

"Music runs deep in Apple's DNA; it runs through the core of all of our product," Cook said. "iTunes has been at the center of that experience."

The partnership is a much better concept than the seemingly forced U2-emblazoned iPod in 2004, the same year Apple used U2's "Vertigo" in a global TV ad (below) for the iPod. That promotion 10 years ago was paired with U2's box set on iTunes.

Apple, of course, is also a partner company of Bono's Product Red charity.

Apple iPhone 6 Event

The iPhone 6 and new Apple Watch on display in Apple's Hands-On Pavilion.

Image: Apple

The iPhone 6 on display in Apple's Hands-On Pavilion.

Image: Apple

The iPhone 6 and new Apple Watch on display in Apple's Hands-On Pavilion.

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The interior of the Hands-On Pavilion gallery where audience members can view the newly unveiled iPhone 6, iPhone 6 Plus and Apple Watch.

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Tim Cook bids the audience farewell.

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Tim Cook and U2 lead singer Bono announce the band's free new album (available to iTunes Store customers) and conclude the Apple event.

U2 performs a single from their new album Songs of Innocence at the Apple event in Cupertino, California.

Image: Apple

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Kevin Lynch discusses the apps available on the Apple Watch and how to use them.

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The different variations of the new Apple Watch. It is customizable with different bands, metals, and design elements.

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Kevin Lynch shows the audience the new Apple Watch

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After unveiling the iPhone 6, iPhone 6 Plus and Apple Pay system, Tim Cook prepares to announce one more thing.

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Examples of what the new Apple Pay system will look like on the new iPhone 6 and iPhone 6 Plus.

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Eddy Cue explains how Apple Pay works and the locations to use it.

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Tim Cook introduces the new Apple Pay system.

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iPhone Size Comparison Chart

Image: Bob Al-Greene/Mashable

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The iPhone 6 and iPhone 6 Plus will use iOS 8.

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A representation of the new landscape view of the iPhone 6.

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Phil Schiller talks about iPhone 6.

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iPhone 6 has a 4.7-inch display. iPhone 6 Plus has a 5.5-inch display.

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iPhone 6 and iPhone 6 Plus are revealed.

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Tim Cook walks onto the stage at the Flint Center in Cupertino, California.

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Attendees waiting in line, anticipation is building.

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A mysterious big white box is on display outside of the Flint Center in Cupertino, California.

Image: David Paul Morris/Bloomberg/Getty Images

Today, Apple Inc. is expected to unveil redesigned iPhones with bigger screens, overhauling its top-selling product in an event that gives the clearest sign yet of the company's product direction under Chief Executive Officer Tim Cook.

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